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Analyzing Role of User-generated Content in Marketing in Digital Age

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u00a0Nishita Pruthi, Riya Wadhwa, Rohit Bansal,

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nJanuary 9, 2023 at 9:32 am

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User-generated content is that content on the internet in which users contributed in creation. In this digital age, customers are creative and actively engage with the business. They share their opinions, inventions, and insights. Users also create posts while using business’s products and services and share them with their audience. Tools for collecting user-generated content include Blogs and Groups, Photos and Videos, Questions and Answers, Ratings and Reviews, and Wish Lists and Favorites etc. Content can be marketer generated content or user-generated content (sometimes known as customer generated content). Customers found user-generated content more authentic and trustworthy as it seems more real and understandable. User-generated content plays an important role in every aspect of marketing range from identification of customer needs, product development and innovation, improving brand image, supporting search engine optimization, influencing purchase intentions, enhancing sales and customer engagement etc. To enhance its effectiveness, businesses also share user-generated content on their digital marketing platforms. This paper aims to study the invaluable role of user-generated content in marketing and to offer recommendations for encouraging customers to produce more user-generated content. It is done by analyzing literary work of researchers and other available secondary research sources.

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Volume :u00a0u00a04 | Issue :u00a0u00a01 | Received :u00a0u00a0May 13, 2021 | Accepted :u00a0u00a0May 13, 2021 | Published :u00a0u00a0May 30, 2021n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue Analyzing Role of User-generated Content in Marketing in Digital Age under section in NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424]
Keywords User-generated content, customer generated content, customer reviews, digital age, hashtags

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1. Timoshenko A, Hauser JR. Identifying customer needs from user-generated content. Mark Sci. 2019;38(1):1-20. doi: 10.1287/mksc.2018.1123.
2. Yang M, Ren Y, Adomavicius G. Understanding user-generated content and customer engagement on Facebook business pages. Inf Syst Res. 2019;30(3):839-55. doi: 10.1287/isre.2019.0834.
3. Malthouse Edward C, Calder Bobby J, Kim Su Jung, Vandenbosch Mark. Evidence that user- generated content that produces engagement increases purchase behaviours. J Mark Manag. 2016;32(5-6):427-44, 427-44. doi: 10.1080/0267257X.2016.1148066.
4. Manosevitch Idit, Tenenboim Ori. The multifaceted role of user-generated content in news Websites. Digit Journalism. 2017;5(6):731-52. doi: 10.1080/21670811.2016.1189840.
5. Rathore AK, Ilavarasan PV, Dwivedi YK. Social media content and product co-creation: an emerging paradigm. J Enterpr Inf Manag. 2016;29(1):7-18. doi: 10.1108/JEIM-06-2015-0047.
6. Ye Q, Law R, Gu B, Chen W. The influence of user-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Comput Hum Behav. 2011;27(2):634-9. doi: 10.1016/j.chb.2010.04.014.

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[if 424 not_equal=”Regular Issue”] Regular Issue[/if 424] Open Access Article

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NOLEGEIN Journal of Information Technology & Management

ISSN: 2581-6802

Editors Overview

njitm maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

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    By  [foreach 286]n

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    Nishita Pruthi, Riya Wadhwa, Rohit Bansal

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  1. Research Scholar, Research Scholar, Assistant Professor,Maharshi Dayanand University, Maharshi Dayanand University, Vaish College of Engineering,Rohtak, Haryana, Rohtak, Haryana, Rohtak, Haryana,India, India, India

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Abstract

nUser-generated content is that content on the internet in which users contributed in creation. In this digital age, customers are creative and actively engage with the business. They share their opinions, inventions, and insights. Users also create posts while using business’s products and services and share them with their audience. Tools for collecting user-generated content include Blogs and Groups, Photos and Videos, Questions and Answers, Ratings and Reviews, and Wish Lists and Favorites etc. Content can be marketer generated content or user-generated content (sometimes known as customer generated content). Customers found user-generated content more authentic and trustworthy as it seems more real and understandable. User-generated content plays an important role in every aspect of marketing range from identification of customer needs, product development and innovation, improving brand image, supporting search engine optimization, influencing purchase intentions, enhancing sales and customer engagement etc. To enhance its effectiveness, businesses also share user-generated content on their digital marketing platforms. This paper aims to study the invaluable role of user-generated content in marketing and to offer recommendations for encouraging customers to produce more user-generated content. It is done by analyzing literary work of researchers and other available secondary research sources.n

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Keywords: User-generated content, customer generated content, customer reviews, digital age, hashtags

n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)]

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1. Timoshenko A, Hauser JR. Identifying customer needs from user-generated content. Mark Sci. 2019;38(1):1-20. doi: 10.1287/mksc.2018.1123.
2. Yang M, Ren Y, Adomavicius G. Understanding user-generated content and customer engagement on Facebook business pages. Inf Syst Res. 2019;30(3):839-55. doi: 10.1287/isre.2019.0834.
3. Malthouse Edward C, Calder Bobby J, Kim Su Jung, Vandenbosch Mark. Evidence that user- generated content that produces engagement increases purchase behaviours. J Mark Manag. 2016;32(5-6):427-44, 427-44. doi: 10.1080/0267257X.2016.1148066.
4. Manosevitch Idit, Tenenboim Ori. The multifaceted role of user-generated content in news Websites. Digit Journalism. 2017;5(6):731-52. doi: 10.1080/21670811.2016.1189840.
5. Rathore AK, Ilavarasan PV, Dwivedi YK. Social media content and product co-creation: an emerging paradigm. J Enterpr Inf Manag. 2016;29(1):7-18. doi: 10.1108/JEIM-06-2015-0047.
6. Ye Q, Law R, Gu B, Chen W. The influence of user-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Comput Hum Behav. 2011;27(2):634-9. doi: 10.1016/j.chb.2010.04.014.

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[if 344 not_equal=””]ISSN: 2581-6802[/if 344]

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Volume 4
Issue 1
Received May 13, 2021
Accepted May 13, 2021
Published May 30, 2021

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NJITM

Role of Artificial Intelligence in Inclusive and Digital Lending in India

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By [foreach 286]u00a0

u00a0Jonnalagadda Anil Kumar, Sreekanth CVVD,

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nJanuary 9, 2023 at 8:19 am

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nAbstract

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A vast majority of the population, especially the rural and low-income strata of the society, lacks access to credit from financial institutions. Lack of documented income, issues in ascertaining the customer identity and creditworthiness, relatively high distribution, and service cost are barriers to financial inclusion. In the post-COVID era, these customers may further be isolated and deprived of formal credit. Artificial intelligence (AI) offers novel ways of assessing creditworthiness, repayment capability while offering customized financial solutions to those lying at the bottom of the pyramid. AI can help develop a cost-efficient and paper-less channel for acquiring, serving, and engaging the customers. Although the initial investment in setting up the digital interface is high, the platform also enables these institutions to process large volumes of low-value transactions in the long run, thereby turning the otherwise cost-ineffective relationships into profitable ones. The application of data analytics can also assist in designing algorithm-based credit scoring models for financial inclusion. The government initiatives like Jan-Dhan Yojana, direct benefit transfer (DBT), Etc. have improved access to basic banking facilities, timely benefits, and access to money, especially during the pandemic. Such initiatives should be scaled up to extend formal credit to the poor, farmers, and self- employed to scale up agricultural production and businesses, thereby fostering economic growth and employment opportunities.

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Volume :u00a0u00a04 | Issue :u00a0u00a02 | Received :u00a0u00a0October 21, 2021 | Accepted :u00a0u00a0October 27, 2021 | Published :u00a0u00a0November 28, 2021n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue Role of Artificial Intelligence in Inclusive and Digital Lending in India under section in NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424]
Keywords COVID, Artificial Intelligence, creditworthiness, data analytics, algorithm-based

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1. McCarthy, J., Minsky, M., Rochester, N., & Shannon, C. (1955). A Proposal for the Dartmouth Summer Research Project on Artificial Intelligence, Aug 31, 1955. AI Magazine, 1–13. https://doi.org/https://doi.org/10.1609/aimag.v27i4.1904
2. Financial Stability Board. (2017, November 1). Artificial intelligence and machine learning in financial services. Retrieved from Financial Stability Board: https://www.fsb.org/wp- content/uploads/P011117.pdf
3. Marda, V. (2018, September 10). Artificial Intelligence Policy in India: A Framework for Engaging the Limits of Data-Driven Decision-Making. Retrieved from SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3240384
4. Surden, H. (2014). Machine Learning and Law. Retrieved from Colorado Law Scholarly Commons: https://scholar.law.colorado.edu/cgi/viewcontent.cgi?article=1088&context=articles
5. Taulli, T. (2019). Artificial Intelligence Basics: A Non-Technical Introduction. Monrovia: Apress.
6. Beck, Thorsten, Asli Demirgüç-Kunt, and Patrick Honohan. 2009. Access to financial services: Measurement, impact, and policies. World Bank Research Observer 24: 119–45.
7. Park, Cyn-Young, and Rogelio Mercado. 2015. Financial Inclusion, Poverty, and Income Inequality in Developing Asia. SSRN Electronic Journal.
8. Peric, Kosta. 2015. Digital financial inclusion. Journal of Payments Strategy & Systems 9: 212– 14. Available online: https://www.ingentaconnect.com/content/hsp/jpss/2015/00000009/0000- 0003/art00001 (accessed on 11 May 2020)
9. Muneeza, Aishath, Nur Aishah Arshad, and Asma Tajul Arifin. 2018. The Application of Blockchain Technology in Crowdfunding: Towards Financial Inclusion via Technology. International Journal of Management and Applied Research 5: 82–98.
10. Alameda, Teresa. 2020. Data, Ai And Financial Inclusion: The Future Of Global Banking— Responsible Finance Forum, Responsible Finance Forum BBVA 2020. Available online: https: //responsiblefinanceforum.org/data-ai-financial-inclusion-future-global-banking/ (accessed on 12 May 2020)
11. Bill & Melinda Gates Foundation. 2019. A G7 Partnership for Women’s Digital Financial Inclusion in Africa. Available online: https://docs.gatesfoundation.org/Documents/WomensDigitalFinan-cialInclusioninAfrica_ English.pdf?sf105300406=1 (accessed on 12 May 2020).
12. Agarwal, M. (2019a, November 16). 10 Indian Startups With Unique Fintech Solutions That Use AI Algorithms and Models. Retrieved from: https://inc42.com/features/10-indian-startups-with- unique-fintech-solutions-that-use-ai-algorithms-and-models/
13. Vishav. (2019, June 28). AI is Gradually Revolutionising the Fintech Space. Retrieved from: https://www.outlookindia.com/outlookmoney/technology/ai-is-gradually-revolutionising-the- fintech-space-3159
14. Taylor, A. (2019, July 23). How Machine Learning Will Transform P2P Lending. Retrieved from: https://lending-times.com/2019/07/23/how-machine-learning-will-transform-p2p-lending/
15. Sarmah, H. (2019, July 22). 5 Most Popular AI-Powered Personal Finance Apps. Retrieved from Analytics India Magazine: https://analyticsindiamag.com/5-most-popular-ai-powered-personal- finance-apps/
16. Mirjankar, R. (2020, January 19). 7 Ways Digital Disruption is shaping the Indian Banking Sector. Retrieved from Outlook Money: https://www.outlookindia.com/outlookmoney/banking/7- ways-digital-disruption-is-shaping-the-indian-banking-sector-4214
17. Baruah, A. (2020, February 27). AI Applications in the Top 4 Indian Banks. Retrieved from: https://emerj.com/ai-sector-overviews/ai-applications-in-the-top-4-indian-banks/
18. Chitra, R. (2019, July 16). Banks use AI everywhere, from chatbots to validating cheques [Blog Post]. Retrieved from: https://timesofindia.indiatimes.com/business/india-business/banks-use-ai- everywhere-from-chatbots-to-validating-cheques/articleshow/70237317.cms
19. Dvara Research. (2017). Insights from the “Digital Credit Roundtable” hosted by the Future of Finance Initiative. Dvara Research Blog. https://www.dvara.com/blog/2017/07/03/insights-from- the-digital-credit-roundtable-hosted-by-the-future-of-finance-initiative/
20. mPokket. (2018). FAQs. Retrieved from mPokket: https://mpokket.com/index.html#howitworks
21. Agarwal, M. (2019b, December 12). CreditMate is using ML to solve debt collection and digital lending NPAs. Retrieved from: https://inc42.com/startups/creditmate-is-using-ml-to-solve-debt- collection-and-digital-lending-npas/
22. Shubh Loans. (2019). About Us. Retrieved from Shubh Loans: https://www.shubh- loans.com/about.html
23. WNS. (n.d.). How a Predictive Analytics-based Framework Helps Reduce Bad Debts in Utilities. Retrieved from: http://www.wns.com/Portals/0/Documents/Whitepapers/WNS-WP- how-a-predictive-analytics-based-framework-helps-reduce-bad-debts-in-utilities.pdf
24. Walker, J. (2020, March 4). Artificial Intelligence Applications for Lending and Loan Management. Retrieved from: https://emerj.com/ai-sector-overviews/artificial-intelligence- applications-lending-loan-management/
25. Yadav, R. (2020, January 21). Deep Dive: AI behind the rise of Capital Float in the lending space. Retrieved from: https://analyticsindiamag.com/deep-dive-ai-behind-the-rise-of-capital-float-in- the-lending-space/
26. Singh, A., Raghavan, M., & Chugh, B. (2019, April). Primer on Consumer Data Regulation. Retrieved from 4th Dvara Research Conference: https://www.dvara.com/research/conference2019/wp-content/uploads/2019/04/Primer-on- Consumer-Data-Regulation.pdf.
27. Natrajan, S., & Nasiripour, S. (2019, November 10). Viral Tweet About Apple Card Leads to Goldman Sachs Probe. Retrieved from Bloomberg: https://www.bloomberg.com/news/artic- les/2019-11-09/viral-tweet-about-apple-card-leads-to-probe-into-goldman-sachs
28. Rebello, J. (2019, August 27). New RBI unit to track blockchain and AI. Retrieved from ET Markets: https://economictimes.indiatimes.com/markets/stocks/news/new-rbi-unit-to-track- blockchain-and-ai/articleshow/65557685.cms?from=mdr

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[if 424 not_equal=”Regular Issue”] Regular Issue[/if 424] Open Access Article

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NOLEGEIN Journal of Information Technology & Management

ISSN: 2581-6802

Editors Overview

njitm maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

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    By  [foreach 286]n

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    Jonnalagadda Anil Kumar, Sreekanth CVVD

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  1. PhD Scholar, Associate Professor,KL University, KL University,Andhra Pradesh, Andhra Pradesh,India, India

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Abstract

nA vast majority of the population, especially the rural and low-income strata of the society, lacks access to credit from financial institutions. Lack of documented income, issues in ascertaining the customer identity and creditworthiness, relatively high distribution, and service cost are barriers to financial inclusion. In the post-COVID era, these customers may further be isolated and deprived of formal credit. Artificial intelligence (AI) offers novel ways of assessing creditworthiness, repayment capability while offering customized financial solutions to those lying at the bottom of the pyramid. AI can help develop a cost-efficient and paper-less channel for acquiring, serving, and engaging the customers. Although the initial investment in setting up the digital interface is high, the platform also enables these institutions to process large volumes of low-value transactions in the long run, thereby turning the otherwise cost-ineffective relationships into profitable ones. The application of data analytics can also assist in designing algorithm-based credit scoring models for financial inclusion. The government initiatives like Jan-Dhan Yojana, direct benefit transfer (DBT), Etc. have improved access to basic banking facilities, timely benefits, and access to money, especially during the pandemic. Such initiatives should be scaled up to extend formal credit to the poor, farmers, and self- employed to scale up agricultural production and businesses, thereby fostering economic growth and employment opportunities.n

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Keywords: COVID, Artificial Intelligence, creditworthiness, data analytics, algorithm-based

n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)]

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References

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1. McCarthy, J., Minsky, M., Rochester, N., & Shannon, C. (1955). A Proposal for the Dartmouth Summer Research Project on Artificial Intelligence, Aug 31, 1955. AI Magazine, 1–13. https://doi.org/https://doi.org/10.1609/aimag.v27i4.1904
2. Financial Stability Board. (2017, November 1). Artificial intelligence and machine learning in financial services. Retrieved from Financial Stability Board: https://www.fsb.org/wp- content/uploads/P011117.pdf
3. Marda, V. (2018, September 10). Artificial Intelligence Policy in India: A Framework for Engaging the Limits of Data-Driven Decision-Making. Retrieved from SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3240384
4. Surden, H. (2014). Machine Learning and Law. Retrieved from Colorado Law Scholarly Commons: https://scholar.law.colorado.edu/cgi/viewcontent.cgi?article=1088&context=articles
5. Taulli, T. (2019). Artificial Intelligence Basics: A Non-Technical Introduction. Monrovia: Apress.
6. Beck, Thorsten, Asli Demirgüç-Kunt, and Patrick Honohan. 2009. Access to financial services: Measurement, impact, and policies. World Bank Research Observer 24: 119–45.
7. Park, Cyn-Young, and Rogelio Mercado. 2015. Financial Inclusion, Poverty, and Income Inequality in Developing Asia. SSRN Electronic Journal.
8. Peric, Kosta. 2015. Digital financial inclusion. Journal of Payments Strategy & Systems 9: 212– 14. Available online: https://www.ingentaconnect.com/content/hsp/jpss/2015/00000009/0000- 0003/art00001 (accessed on 11 May 2020)
9. Muneeza, Aishath, Nur Aishah Arshad, and Asma Tajul Arifin. 2018. The Application of Blockchain Technology in Crowdfunding: Towards Financial Inclusion via Technology. International Journal of Management and Applied Research 5: 82–98.
10. Alameda, Teresa. 2020. Data, Ai And Financial Inclusion: The Future Of Global Banking— Responsible Finance Forum, Responsible Finance Forum BBVA 2020. Available online: https: //responsiblefinanceforum.org/data-ai-financial-inclusion-future-global-banking/ (accessed on 12 May 2020)
11. Bill & Melinda Gates Foundation. 2019. A G7 Partnership for Women’s Digital Financial Inclusion in Africa. Available online: https://docs.gatesfoundation.org/Documents/WomensDigitalFinan-cialInclusioninAfrica_ English.pdf?sf105300406=1 (accessed on 12 May 2020).
12. Agarwal, M. (2019a, November 16). 10 Indian Startups With Unique Fintech Solutions That Use AI Algorithms and Models. Retrieved from: https://inc42.com/features/10-indian-startups-with- unique-fintech-solutions-that-use-ai-algorithms-and-models/
13. Vishav. (2019, June 28). AI is Gradually Revolutionising the Fintech Space. Retrieved from: https://www.outlookindia.com/outlookmoney/technology/ai-is-gradually-revolutionising-the- fintech-space-3159
14. Taylor, A. (2019, July 23). How Machine Learning Will Transform P2P Lending. Retrieved from: https://lending-times.com/2019/07/23/how-machine-learning-will-transform-p2p-lending/
15. Sarmah, H. (2019, July 22). 5 Most Popular AI-Powered Personal Finance Apps. Retrieved from Analytics India Magazine: https://analyticsindiamag.com/5-most-popular-ai-powered-personal- finance-apps/
16. Mirjankar, R. (2020, January 19). 7 Ways Digital Disruption is shaping the Indian Banking Sector. Retrieved from Outlook Money: https://www.outlookindia.com/outlookmoney/banking/7- ways-digital-disruption-is-shaping-the-indian-banking-sector-4214
17. Baruah, A. (2020, February 27). AI Applications in the Top 4 Indian Banks. Retrieved from: https://emerj.com/ai-sector-overviews/ai-applications-in-the-top-4-indian-banks/
18. Chitra, R. (2019, July 16). Banks use AI everywhere, from chatbots to validating cheques [Blog Post]. Retrieved from: https://timesofindia.indiatimes.com/business/india-business/banks-use-ai- everywhere-from-chatbots-to-validating-cheques/articleshow/70237317.cms
19. Dvara Research. (2017). Insights from the “Digital Credit Roundtable” hosted by the Future of Finance Initiative. Dvara Research Blog. https://www.dvara.com/blog/2017/07/03/insights-from- the-digital-credit-roundtable-hosted-by-the-future-of-finance-initiative/
20. mPokket. (2018). FAQs. Retrieved from mPokket: https://mpokket.com/index.html#howitworks
21. Agarwal, M. (2019b, December 12). CreditMate is using ML to solve debt collection and digital lending NPAs. Retrieved from: https://inc42.com/startups/creditmate-is-using-ml-to-solve-debt- collection-and-digital-lending-npas/
22. Shubh Loans. (2019). About Us. Retrieved from Shubh Loans: https://www.shubh- loans.com/about.html
23. WNS. (n.d.). How a Predictive Analytics-based Framework Helps Reduce Bad Debts in Utilities. Retrieved from: http://www.wns.com/Portals/0/Documents/Whitepapers/WNS-WP- how-a-predictive-analytics-based-framework-helps-reduce-bad-debts-in-utilities.pdf
24. Walker, J. (2020, March 4). Artificial Intelligence Applications for Lending and Loan Management. Retrieved from: https://emerj.com/ai-sector-overviews/artificial-intelligence- applications-lending-loan-management/
25. Yadav, R. (2020, January 21). Deep Dive: AI behind the rise of Capital Float in the lending space. Retrieved from: https://analyticsindiamag.com/deep-dive-ai-behind-the-rise-of-capital-float-in- the-lending-space/
26. Singh, A., Raghavan, M., & Chugh, B. (2019, April). Primer on Consumer Data Regulation. Retrieved from 4th Dvara Research Conference: https://www.dvara.com/research/conference2019/wp-content/uploads/2019/04/Primer-on- Consumer-Data-Regulation.pdf.
27. Natrajan, S., & Nasiripour, S. (2019, November 10). Viral Tweet About Apple Card Leads to Goldman Sachs Probe. Retrieved from Bloomberg: https://www.bloomberg.com/news/artic- les/2019-11-09/viral-tweet-about-apple-card-leads-to-probe-into-goldman-sachs
28. Rebello, J. (2019, August 27). New RBI unit to track blockchain and AI. Retrieved from ET Markets: https://economictimes.indiatimes.com/markets/stocks/news/new-rbi-unit-to-track- blockchain-and-ai/articleshow/65557685.cms?from=mdr

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Volume 4
Issue 2
Received October 21, 2021
Accepted October 27, 2021
Published November 28, 2021

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NJITM

Soft Skills for Managers

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nAbstract

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Soft Skills plays an vital role not only for managers but for everyone. The main purpose of the research is to study the role of soft skills for managers. Hard skills as well as soft skills are the things that every manager should possess. With Hard Skills it is very important for a individual to possess soft skills. This research acknowledges with how beneficial the soft skills are for a manager. It was found from the research that use of soft skills can increase the demand for the company and also can help to raise the production. Findings by the Stanford Research Institute International and the Carnegie Mellon Foundation found that 75% of long-term job success depends upon soft skills mastery and only 25% on technical skills. Well knowingly said by, Charles Darwin, scientist “It is not the strongest or most intelligent who will survive but those who can best manage change”. Soft skills are nothing but the attitude which a person possesses at work place as well as in personal life. There are many soft skills which are now needed to be implemented at workplace for development of organization. Few companies neglect the importance of soft skills even though abilities such as communication, conflict resolution, and problem-solving underlie every aspect of business operations. Employees in every area and job capacity must enhance their interpersonal skills in order to improve customer service statistics and create a stronger team culture. Therefore, few training and courses of soft skills must be provided to not only managers but also to the other employees of the organization so that all together can grow company. Research has used secondary data source such as books, journals and websites for completion of the work.

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Volume :u00a0u00a04 | Issue :u00a0u00a02 | Received :u00a0u00a0October 6, 2021 | Accepted :u00a0u00a0November 1, 2021 | Published :u00a0u00a0December 5, 2021n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue Soft Skills for Managers under section in NOLEGEIN Journal of Information Technology & Management(njitm)] [/if 424]
Keywords Soft skills, Hard skills, Managers, Organization

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1. Laker, D. R. (2011). The difference between Hard and Soft Skills and their relative impact on training transfer. Human Resource Development Quarterly, 111-122.
2. Anju, A. (2009). A holistic Approach to soft skills Training. IUP Journal of Soft Skills, 3(1), 7- 11.
3. Stuart Hearn. Fond.co. Qualities of a Good Manager: 13 Soft Skills you need. November 12, 2019. Available at www.fond.co/blog/qualities-of-a-good-manager/
4. Christopher Pappas. eLearning Industry. 7 Benefits that highlight the importance of soft skills in the workplace. Available at https://elearningindustry.com/soft-skills-in-the-workplace-benefits
5. H, S., & Kenneth and, F. R. (2014). Handbook of improving Perfromance in the workplace, Insturctional Design and Training Deleivery. New York,63: John Wiley and Sons.

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ISSN: 2581-6802

Editors Overview

njitm maintains an Editorial Board of practicing researchers from around the world, to ensure manuscripts are handled by editors who are experts in the field of study.

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    Pratibha A. Jagtap, Manali P. Bhosale, Yash S. Chavan

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  1. Assistant Professor, Student, Student,Rajarambapu Institute of Technology, Rajarambapu Institute of Technology, Rajarambapu Institute of Technology,Maharshtra, Maharshtra, Maharshtra,India, India, India

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nSoft Skills plays an vital role not only for managers but for everyone. The main purpose of the research is to study the role of soft skills for managers. Hard skills as well as soft skills are the things that every manager should possess. With Hard Skills it is very important for a individual to possess soft skills. This research acknowledges with how beneficial the soft skills are for a manager. It was found from the research that use of soft skills can increase the demand for the company and also can help to raise the production. Findings by the Stanford Research Institute International and the Carnegie Mellon Foundation found that 75% of long-term job success depends upon soft skills mastery and only 25% on technical skills. Well knowingly said by, Charles Darwin, scientist “It is not the strongest or most intelligent who will survive but those who can best manage change”. Soft skills are nothing but the attitude which a person possesses at work place as well as in personal life. There are many soft skills which are now needed to be implemented at workplace for development of organization. Few companies neglect the importance of soft skills even though abilities such as communication, conflict resolution, and problem-solving underlie every aspect of business operations. Employees in every area and job capacity must enhance their interpersonal skills in order to improve customer service statistics and create a stronger team culture. Therefore, few training and courses of soft skills must be provided to not only managers but also to the other employees of the organization so that all together can grow company. Research has used secondary data source such as books, journals and websites for completion of the work.n

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Keywords: Soft skills, Hard skills, Managers, Organization

n[if 424 equals=”Regular Issue”][This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)]

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1. Laker, D. R. (2011). The difference between Hard and Soft Skills and their relative impact on training transfer. Human Resource Development Quarterly, 111-122.
2. Anju, A. (2009). A holistic Approach to soft skills Training. IUP Journal of Soft Skills, 3(1), 7- 11.
3. Stuart Hearn. Fond.co. Qualities of a Good Manager: 13 Soft Skills you need. November 12, 2019. Available at www.fond.co/blog/qualities-of-a-good-manager/
4. Christopher Pappas. eLearning Industry. 7 Benefits that highlight the importance of soft skills in the workplace. Available at https://elearningindustry.com/soft-skills-in-the-workplace-benefits
5. H, S., & Kenneth and, F. R. (2014). Handbook of improving Perfromance in the workplace, Insturctional Design and Training Deleivery. New York,63: John Wiley and Sons.

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Volume 4
Issue 2
Received October 6, 2021
Accepted November 1, 2021
Published December 5, 2021

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